Customer Intelligence

Get in sync with the customer journey

Customer-centered decisions. Meaningful customer experiences.

Craft contextual customer interactions based on insights gleaned from big data and analytics. Measure and optimize the customer experience in both the digital and physical worlds. And link customer-driven strategies to your business goals. Built on the most comprehensive marketing technology platform available today, SAS Customer Intelligence solutions solve the most critical challenges that modern marketers face.

Integrated touch points. More intimate customer relationships

Every customer journey is unique. And every touch point is an opportunity to nurture customer relationships and deepen customer intimacy. With SAS Customer Decision Hub, we unite best-in-class marketing solutions, award-winning data management and the world's best analytics to get you in sync with each customer's journey – no matter how fragmented. For a clear competitive advantage, and a bigger, better ROI.

Five Steps to Efficient Customer Engagement and Omni-channel Execution

One of the central marketing concepts for most companies across industries in recent time is omni-channel marketing. The main idea is to ensure a consistent and comprehensive customer experience across all points of interactions, regardless of time, place and context. Follow the tabs here to start your omni-channel journey.

Building Customer Profiles

As a basis for working omni-channel, a company needs to identify and gather all data elements related to prospects and customers to form unified “master customer profiles“.

Data resides in a wide range of systems across the organizations such as sales and call center systems, e-mail marketing engines, web and e-commerce sites as well as on various social platforms. Data is automatically merged and managed on a real-time basis.

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Establish Insight

Once data has been gathered on individual customers, it is possible to establish insights to support customer interactions. Insights can be based on both business logic and analytics. Business logic is based on experience from historic performance and knowledge of employees, which can be structured against a general contact policy – and gradually adjusted as insights are improved with response and behavior from interactions.

Analytics is hypothesis based on statistics, which follows the same iterative adjustments as business logic.

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The Power of SAS: Analytic-driven Decisions for the Modern MarketerWatch Video

Connect Channels

When the foundation is in place, the various channels and platforms currently used for interaction are now integrated, initially selecting the channels with most customer interaction to work seamlessly together – creating a consistent and coherent experience at any time relevant. This includes both below the line media and above the line media.

Flexibility is needed as new digital platforms and channels continue to emerge.

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Content and Execution

A part of establishing an omni-channel customer engagement is to ensure that there is an overview and availability of all the possible messages to facilitate the interaction. These messages can be service- and sales-related and somewhat different, depending on channels and platforms. The seamless integration ensures that the right message is always chosen at the right time, in the right channel.

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Reporting and Learning

Working omni-channel requires a new way of working with performance. Real-time omni-channel interactions imply constant monitoring and analyzing performance together with the identification of new and more adequate indicators.

The dynamics of competitors and customer interests demands an agile approach to reporting where metrics are constantly challenged, changed and replaced to ensure continued learning and proactive engagement.

Get programs to market faster. Streamline marketing processes so you can spend more time on lucrative program activities. And achieve greater consistency, efficiency and effectiveness across all functions.

Link marketing strategy and performance. Demonstrate marketing’s value as a profitable growth engine by aligning your marketing processes with the customer journey. This includes collaborative planning, allocation, budgeting and program execution.

Significantly reduce complexity and costs in marketing. Foster greater collaboration and accountability across multiple departments, functions and external partners by eliminating inefficiencies and duplication of effort.

Track performance throughout the customer journey. Gain complete visibility into how marketing is performing at every step along the way. From your digital advertising to your omnichannel customer interactions, you’ll know what’s working – and what isn’t.

A comprehensive operational view – and the potential for millions in savings. From strategy and planning to asset creation, campaign execution, analysis and reporting, one environment lets you manage it all.

Maximum value from all your marketing assets. A secure, centralized repository lets you better manage the creation, distribution and reuse of marketing assets for more meaningful interactions and a better customer experience.

Demonstrated accountability. Get complete visibility into every aspect of your marketing performance – time frames, costs, overruns and more – with the ability to drill down into details. And customize your view so you see only the information that’s relevant to you.

Engagement

Deliver individualized customer experiences with intelligent systems that adapt to and and anticipate the needs of your customers. Only SAS brings together the data, analytic power and proven marketing processes that let you go beyond channel-based marketing to achieve the fullest view of your customers across all channels, devices and points in their brand journey.

Engage instantly – and appropriately – to changes in customer behavior. Track customer behavior across every engagement, regardless of entry point – sales, service or support.

Tailor tools, processes and technologies to your business – not the other way around. Create campaign management tools and processes that fit your unique business requirements.

Cooperate. Collaborate. And reap hundreds of millions in savings. Whether you’re a marketing analyst, campaign manager or CMO, you can administer all marketing execution and optimization activities from a single interface customized to your needs.

Understand the motives behind customer behavior. Capture customers’ online behavior in detail. Combine that data with offline CRM data for a truly complete view of the customer. And use that insight to deliver personalized digital experiences at the speed of interaction.

Choose the best action for each interaction. Get immediate insights and recommended best actions exactly when you need them – during a customer interaction – to ensure relevant, insightful marketing offers in real-time dialogues.

Superior interaction management – even in high-volume, 24/7 environments. Make the best decisions about each customer interaction, every single time. Only SAS offers the high-throughput capabilities and predictive analytic power necessary for effortless, highly effective interactions.

Up to 500 percent ROI, and payback within three months. From data management, campaign execution and operations to analytic processes and co-existence with the systems you already have, the SAS Customer Intelligence suite offers complete integration, a lower total cost of ownership and fast ROI.

Identity management. Sophisticated capture and matching techniques recognize and combine visits from a single visitor, whether identifiable or not, across multiple devices and browsers. Once a visitor is identified, any previous anonymous behavior is assigned to that person automatically, resulting in a much richer profile.

Omnichannel coordination. Capture customer behavior details from online channels and connected devices. Then link digital data with data from other channels and sources to create satisfying, consistent customer experiences across all channels.

Dynamic data collection. A single line of HTML embedded in each web page automatically obtains page information, making the intensive web analytics tagging required by traditional solutions a thing of the past. The result? Significant time savings. Rapid development. And reduced maintenance.

Optimization

Get the results you're after with reliable data, powerful analytics and proven processes.

Understand each customer’s path to purchase – no matter how fragmented. Engage and delight customers throughout their journeys without compromising data privacy. With comprehensive data management and advanced analytics capabilities from SAS, you can:

Know your customers better than ever. Identify their buying habits, lifestyles and preferences. Understand social relationships and how they influence purchase behavior and loyalty. And use what you learn to form a single, robust view of each customer.

Anticipate your customer’s next move. Predict customers’ future buying behaviors, and take advantage of opportunities to enhance the customer experience.

Make smarter, data-driven decisions. Discover unique insights by linking random data, such as a digital ad impression, a discount offer from your website and a satisfied customer’s tweet. Then take action based on what you learn.

Remove barriers between analytics and the business. Put powerful analytics into the hands of marketers by infusing a wide array of analytic capabilities into your decision-making processes.

Access to the data you need – now. No matter where your data comes from or where it resides – from legacy systems to Hadoop – you can get to it quickly and efficiently. With our custom information mapping technology, your data is always available and accessible. And ready for analysis.

Open data model. All online data is housed in an open, customer-centric data model that promotes further exploration and analysis. Online data is logically structured within a predefined business context for easy integration with your existing customer data.

Best-selling author and thought leader Brian Solis explains how analytics can help you prepare for the future, connect with customers and bridge the gap between brand promise and what the customer actually experiences and shares.

Planning

Optimization

Engagement

The explosion of channels and the advantages of real-time communication are leading to new best practices for creating unique, positive customer experiences. See the lessons learned by top organizations.